UNMASKED TRUTHS
SOCIAL MEDIA MANAGER & MARKETING GENERALIST
What Do I Do For Unmasked Truths?
I started as the social media manager, content creator and assistant marketer in July 2024. The game had been written and sprites were being drawn but there wasn't any concept art or environment to showcase so it was tricky at first.
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The game is targeting young adults who are part of alternative cultures and enjoy anime and visual novel games so I took a more meme focussed approach, especially to the Tiktok videos.
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I created an initial brand bible and a pitch deck for Unmasked truths to use to send out to publishers as well as researching our potential users, creating user personas and looking into the performance of similar games upon launch.
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I also managed the Tiktok, Instagram and YouTube accounts although someone else created all of the image content. I increased our Tiktok following by 425 which is no mean feat for such a niche product and not much to market, the most recent video on the screenshot to the right is after I left however.
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VIDEO EDITING
From short to long form content, I've edited anything that Ibby needed. I've advised him on pacing, tone and how best to clip sections together to protect his brand and identity.
PRESENTING
I very quickly developed a good on screen relationship with Ibby, bringing an energy and vibrance to the podcasts and digging deeper into his vague answers. Ibby wanted someone who could challenge him and his ideals. That's me.
MOTION GRAPHICS
I've replicated designs for thumbnails and graphic elements from pieces of media that Ibby likes. I've provided different variations and added smooth transitions to Ibby's liking and brief.
STRATEGY ADVICE
I've given Ibby the next steps he needs to really connect with his audience such as creating marketing and brand pillars and audience personas. I've also informed him of what isn't working on his socials such as tiktok.
Overview Video
Short Form Content- June 2024-May 2025
What Did I Do?
I created all kinds of short form content for the game, even when we had nothing to show by leaning into the audience's unserious and memey side.
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All of the graphics were created by me and all videos were edited by me as well. I ideated each idea, checked the idea with the Director and co-director, made the video and then got it approved by the Director and Co-Director before scheduling it 6 weeks ahead to give time for any miscommunication to show up.
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There were a couple of requested videos from the director such as the lockjaw video which was made at their request.
Created the Graphics
Edited and added audio
Scheduled using Metricool
Added captions and hashtags
Approved with the team
Stories- Feb 2025-Apr 2025
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What Did I Do?
I created stories to be posted of our progress 3 times a week. WIP Wednesday which would show either some concept art or some WIP 3D art or CGs or UI, 3D Thursday, dedicated to 3D artwork and environments and Showcase Sunday which would showcase a final pieces such as final concept art, final 3D environments or objects.
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These did relatively well and drew people into the projects whilst giving our wonderful artists credit and sending traffic to them too. I ended up making over 200 of these images ready to post.
Agreed that everything in a certain Discord channel could be posted publicly
Took the image from that channel and imported it to Figma
Put the images in the templates I created
Changed the text for the item and artist
Scheduled using Metricool
Manually posted to Tiktok Story
Pitch Deck- April 2025
What Did I Do?
To see the full pitch deck, please message me on one of my socials or email me at smallprintproductions@outlook.com as I cannot have it all publicly facing.
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I did a lot of research of the target audience for what to put in for the audience overview as well as designing the powerpoint based upon the game's UI. I think it came out looking really slick and it helped to improve my pitch deck creation skills, design skills and presentation skills as well.
Researched ad created Audience Overview
designed the look and layout of the portfolio
put in all the extra information from the co-director
Iterated based on feedback
Social Media Management & Data- July 2024-May 2025
What are these charts?
These charts keep the follower data both cumulative and week on week for each account that I was in charge of for the Unmasked Truths game. I had free reign over Tiktok and YouTube but the image Instagram posts were all down to someone else, I just posted them and didn't have any influence over those.
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I kept data on follower gain as well as data for each individual post including engagement ratios, views, likes, comments, engagements and even which characters were featured in the most engaging posts. I then utilised this information to inform my later posts. An example of a video's statistics can be seen below:
The first Image on the slide shows the cumulative follower growth over my time on Unmasked Truths for all platforms. Instagram is always pink, Tiktok purple and YouTube red. You can see that I grew the YouTube and Instagram from zero followers. I had to establish the audience and then find the niche on the platform an cater to it. I only started getting content for the game such as concept art, full sprites and voice lines around November 2024 so this became a little easier.
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The second shows the week on week followers for each platform. This makes it easy to see where I'm losing followers and Identify which platforms need more attention. In this case, Instagram often lost follows due to the post content but since I only controlled the video content, I could only really try and change that. YouTube took me slightly longer to get a good amount of gain each week. This does however make sense as I'm much more familiar with Tiktok and how it works.
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The third image is a future projection of where the followers should be by the time the demo is launched in Q1 of 2026. this of course would be if everything continued as is with no extra marketing, no paid ads or influencer budget and no in-game content, so this should be base line numbers if activity and content stays the same. I had some marketing budget planned in July but my contract was unfortunately up before I could spend it.
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The rest of the images are individual looks at each platform, both cumulative and week on week.​
My Processes
Whenever at all possible, I like to make sure that I'm working way ahead of time (minimum 6 weeks ahead) to ensure that there is time for any changes, amendments, busy weeks on other tasks or sick days where things may get behind. This minimises stress on myself and the whole chain as well as creates a much more fluid environment with plenty of time for properly considered approval processes.
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My process starts with some brainstorming. Whether that's an original idea, a brief from elsewhere in the company, a Discord suggestion, a trend or something I've spotted on TikTok myself. Once I've brainstormed some ideas, I run each one past the director and co-director with examples and a brief explanation as to how I'd adapt the content to our brand. As soon as the concept is approved, I create the content including any image posts, Video posts and captions. That content is then also sent for approval past the director, co-director and anyone else involved in the video such as artists or other members of the team so that they can give their permission. After all approval is complete for the content and its captions, I schedule it using Metricool and once it is posted, I share on my personal accounts as well as in the dedicated Discord server.
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In order to further increase the efficiency of this process I started using CRM platforms such as Metricool a lot in order to make slotting in trending content much more easily as and when needed as opposed to posting relevant content too late. It streamlines my process, allowing approvals to be completed there and then (on the paid version) and is reliable.
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An example of my monthly calendar scheduling below. This does not include Instagram image posts as they were not provided until around 10 minutes before posting so had to be done manually.
Old Brand Bible- Nov 2024
What Did I Do?
This was a temporary measure to try and give the whole team, including myself, a but of a better grasp on who we are as a brand and who we are making our game for. I researched similar games, spoke to our director and co-director and researched our audience intensely over a few weeks before bringing all of the information together and putting it into this powerpoint.
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This actually led to the discovery that the director and co-director didn't actually like the design and colour scheme that had been originally set out on socials before I got there and it began a push on the re-design of the logo and branding into what you can see in the pitch deck above (although the logo was not redone before I made that).
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If you'd like to see more of the brand bible, please contact me directly either through my socials or email me at smallprintproductions@outlook.com.
Created powerpoint design
created audience personas and overview
created community guidelines
created brand guidelines
created marketing pillars and mission statement
Static & Motion Graphics- Jul 2025- May 2025
What Did I Do?
I was given the colour scheme for all of these graphics from the director and created some graphics for them with that colour scheme. I made everything such as the leaf details and borders.
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This also includes one of my less detailed monthly reports.
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The glass smash was requested by the team and it was created in after effects before we ended up switching to the static end screen pictured above.
Created assets based on the colour scheme provided.
Took recommendations and created them in Figma
Used after effects to bring more life to the video
UI Practise- Jul 2024-Sept 2024
What Did I Do?
When I first came on board to the Unmasked Truths team, I was really missing my work as a UI designer and so I came up with a couple of ideas for the Unmasked Truths main conversation interface as practise.
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They hired a UI designer and artist eventually and this wasn't used in-game but I like how the first more neutral looking ones came out and it allowed me to explore my creativity.
Spoke with the director and art team on the style
Mocked up ideas in Figma
Applied feedback
Experimented with different ideas
Various Research- July 2024-May 2025
What Did I Do?
I conducted various pieces of research during my time on Unmasked Truths although not all of it can be shared here. When I first came on board, I did an initial social media analysis which looked at the branding, content, posting, followers and response to each social media account for the game and gave initial suggestions on things to improve before I began my work.
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I also had a look at the first 30 days of indie visual novel games and AAA visual novel games on steam and saw how the number of plays in the first 30 days correlated with the social media followings. I then devised from that an estimate of the player numbers we could expect based on our social media marketing at the time and recapped that we could improve the number by employing other marketing techniques and more budget to the department.
Initial Social Media Analysis Research
Competitor's socials analysis
Audience research
Brand research
Publisher research
Steam plays vs social following research
Influencer research